My guest for the fourth podcast of 2026 is the inspirational co-founder of The ReWired Group and co-creator of Jobs-to-be-Done Theory, Bobby Moesta. An engineer, serial entrepreneur, and author who interned for Dr. Deming while still a teen, who then introduced him to Dr. Genichi Taguchi, and later would work on quality with Dr. Willie Hobbs Moore and co-develop thinking from the demand-side with Clayton Christensen. All while learning to harness the hidden capabilities of his severe dyslexia that renders him unable to read or write.
I was inspired to reach out to Bobby when I read his LinkedIn post (see link below to post I wrote) thanking Dr. Deming for all he taught him and how his principles live on in his own original work today, in a very Shoichiro Toyoda way. He is as passionate as about sharing his knowledge as he is humble and grateful for who taught him.
In this episode we cover:
How his mom helped him learn to see patterns in the whitespaces between words that would help him overcome his difficulties reading and teach him about the interactions in systems
How he started his career as an intern with Dr. Deming
His later work with Dr. Genichi Taguchi and learning about Design of Experiments
Assisting Dr. Willie Moore in conducting tours of Ford suppliers and teaching fundamentals of quality
Meeting Clay Christensen and how their 27-year partnership began
The development of Jobs-to-be-Done theory
The Four Forces that govern how customers decide (or do not) to buy
How they apply to “hiring” a new job
The thread of Dr. Deming that runs through them all
I guarantee you will come away from this interview inspired by Bobby’s passion and enthusiasm for teaching others how to use Deming’s principles in ways that they may never have considered before.
Where to Get Bobby’s Books
If you want to learn more about how JTBD theory works and is applied across multiple disciplines, check his books out here:
Demand Side Sales 101: Stop Selling and Help Your Customers Make Progress
Learning to Build: The 5 Bedrock Skills of Innovators and Entrepreneurs
Contacting Bobby Directly
Also as mentioned, if you want to reach Bobby with a question directly, do so via his LinkedIn account here.
Upcoming Q&A Session
As mentioned at the end of the interview, Bobby has graciously offered to return for a follow-up Q&A podcast where he will answer your questions about what you heard in this interview or indeed anything about himself or his books, theory, etc. Pop your best ones into the comments below.
PS: Web Store is Now OPEN
A quick reminder that the web-store is open and you can order your Digestible Deming wearables and usables here. Use promo code REDBEADS to save 20% off your first order and pick something up for the Deming-aligned dad or dad-to-be in your life just in time for Father’s Day.
NB: This is still open only to paid-tier members who should all have received the password to get into the store - DM me if you didn’t receive it.
